The Danish National Lottery

Lotto Christmas Collection

PROBLEM

72% of the Danish population wish for boring Christmas gifts, bringing very little joy to a holiday that should be exciting.

IDEA

To bring some magic back into Christmas, Lotto created “Lotto Christmas Collection”: a limited edition collection of the Danes’ most boring Christmas wishes turned into Lotto tickets.

RESULTS

• +9% increase in sales compared to last year

• 29,862 new users on site

• 460% rise in social traffic

• Sold out twice